Jarod Farchione spent more than six years at Google, nearly all of them in advertising. He began getting data analysis, consulting, and advertising strategy reps with hundreds to thousands of small business owners across the United States to help them grow their businesses. He later joined the small, dedicated team serving Apple, one of Google's largest advertisers, helping manage programs across YouTube, Search, and Shopping with annual media investments measured in the hundreds of millions of dollars. His work included campaigns designed to bring customers into Apple's physical stores. His final years at Google focused on SEO and Google Maps, the very places where restaurants are discovered, considered, and chosen.
Working at both ends of the spectrum revealed a gap. The world's largest brands had access to deeply trained specialists, sophisticated technology, and rigorous measurement. Independent restaurant owners, the people pouring everything they have into their dining rooms and helping hold their communities together, rarely did.
Since 2024 he has worked with dozens of restaurants, primarily in the San Francisco Bay Area but also across the United States, from neighborhood delis and diners to multi-location hospitality groups, century-old institutions, and MICHELIN-starred dining rooms. That work has included Californios, the first Mexican restaurant in the world to earn three MICHELIN stars; John's Grill, serving guests on Ellis Street since 1908; Gott's Roadside, a Napa Valley roadside stand turned Bay Area institution; and Harborview, overlooking the Embarcadero waterfront.
The approach is the same regardless of the size of the dining room: understand what makes the restaurant worth choosing, capture the demand that already exists, create more of it, and measure the results honestly. Every campaign should connect marketing activity to real business outcomes: more reservations, more private-event inquiries, more first-time guests, and more revenue.
